HDFC Bank - Vertical Head - Brand Management

Job Name : VH - Brand Management

Band : D1-D2

Reports to : Head - Marketing Services

JOB PURPOSE :

Summarise briefly, why your job exists :

Design & Deliver customer communication & be the brand custodian

PRINCIPLE ACCOUNTABILITIES. :

Key Result Areas :

- Brand custodian: Act as brand custodian for all brands in portfolio - 20%

- Brand Management: Manage brand marketing communication for all products in portfolio. - 20%

- Alignment to Business Objectives: Ensure marketing efforts are aligned to Business objectives - 15%

- Video content: Create award-winning video content 15%

- Communication development: Deliver impactful communication based on customer insights - 10%

- Organisational imperatives: Manage key initiatives outside the portfolio. - 10%

- Team: Build a strong second line of managers who can independently manage Business requirements - 10%

Description of the Relationships and Roles :

- Ensure brand consistency across all media/touch-points for all products in portfolio: 100% consistency. Achieve this by engendering a "team effort" on all major campaigns with other teams such as digital/campaigns/response/regional mktg. etc.,

Generate awareness for products/services in portfolio :

- New product launches/ Large Campaigns: generate an incremental lift of 20% -25% (TOM / business impact)

- Re-launches/re-staging/ Medium size campaigns: generate an incremental lift of 10%-15% (TOM / business impact)

- Seasonal/POM campaigns: generate an incremental lift of 10%- 15% (TOM / business impact)

- Align marketing efforts to business objectives for priority products in given portfolio

- Seek formal feedback from Business/Product Teams on campaign deliverables for all priority products/major campaigns

- Create 2 videos a year "around the product" that can be used to build engagement with customers and prospects. At least one of these videos should be of a quality that can be used for an award submission.

- Ensure insights are collected for all priority products

- Ensure insights are applied and communication evaluated on the basis of the applicable insight

- Test all communication for priority products and major campaigns for comprehension prior to roll-out

- Manage key initiatives outside of the portfolio as allocated

- Ensure deliverables are met as per agreed TAT

- Create high quality output for each of these initiatives

- Ensure each team member attends at least 2 training programs in the financial year

- Identify high performers in the team/groom them to independently manage portfolios

- Identify products that can be independently serviced and ensure at least one person in the team is able to independently manage a portfolio of products by March 2017

- Provide regular feedback to each team member - via quarterly review/mid-year/annual appraisal

DIMENSIONS :

Design & Delivery of creative for customer communication

Adherence to Brand Guidelines

JOB SPECIFICATIONS :

- Educational Background - MBA in Marketing

- Total Work experience - 12 to 15 Years

- Relevant Work Experience - 12 to 15 Years

- Key Behavioural requirements - Creative, Well Articulated, Strategic Thinking, Team Management and Leadership

- Any Specific Functional / Skill Set Requirement - Working expertise on Brand Management, Communication Development, Video Content, Portfolio Management